Abstract
The article examines the effect of bicultural framing strategy on the evaluation of culturally mixed products (CMPs). Across two experiments, we demonstrate a self–other asymmetry effect in the CMP evaluation. Specifically, we examine the “foreign-culture home-culture” strategy in which the foreign culture “modifies” the home culture. This phenomenon leads to less favorable evaluation of CMPs relative to the “home-culture foreign-culture” strategy in which the home culture “modifies” the foreign culture. Furthermore, the findings show that consumers’ perception of cultural intrusion mediates the effect of framing strategy on
CMP evaluation. We also identify the boundary condition wherein the self–other asymmetry is attenuated when people focus their judgment on facts (as opposed to motivation).
CMP evaluation. We also identify the boundary condition wherein the self–other asymmetry is attenuated when people focus their judgment on facts (as opposed to motivation).
| Original language | English |
|---|---|
| Pages (from-to) | 1307-1320 |
| Number of pages | 14 |
| Journal | Journal of Cross-Cultural Psychology |
| Volume | 47 |
| Issue number | 10 |
| Early online date | 21 Oct 2016 |
| DOIs | |
| Publication status | Published - 1 Nov 2016 |
Bibliographical note
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The authors acknowledge the financial support of research grants from National Natural Science Foundation of China (Project#: 71172208, 71272225, 71532011).Keywords
- culturally mixed products (CMPs)
- culture mixing
- bicultural exposure
- self–other asymmetry
- cultural psychology
